One of my childhood heroes was Walter Payton.
Walter Payton played for the Chicago Bears and was easily one of the greatest football players who ever lived. Sadly, he died several years ago of a rare liver problem, but I recently bought his biography “Never Die Easy.”
The title is very fitting, too.
This guy NEVER went down easy.
Never gave up.
And, in fact, dispensed punishment on anyone in his way — like literally physically abusing anyone who tried tackling him or forcing him out of bounds or whatever. (As one guy said, “you don’t tackle Payton, Walter Payton tackles you!”)
Anyway, he was one tough dude.
And his “never die easy” attitude is perfect for business, too.
Especially since a lot of marketers are so lazy.
They die WAY too easy.
And they never push themselves to outwork or out research their competition, when knowing just a few more facts about their market or using just a few more response-boosting ideas in their copy could put them on top.
Instead they fall for the idiotic “lazy man” notion.
It’s almost cool now to be lazy online, isn’t it?
Some even brag about their “lazy way” to do things.
Well, guess what?
I’ve worked with some of these guys.
And trust me, it ain’t pretty behind the scenes. Frankly, you’d probably be shocked by how many so-called “million dollar marketers” are not only NOT millionaires, but one failed promotion away from living at the YMCA.
Anyway, just something to ponder.
Laziness might make you sound cool.
But really, it just makes you a fool.
And you know what?
I bet Walter Payton would agree!
Ben Settle
P.S. And folks continue to email me with their guesses on what the “deplorable word” in advertising is that everyone uses but that’ll almost always hurt your response.
It’s amusing, too.
Especially since nobody has even come close to guessing it.
And they’re not going to, either. The only people who will know what this word is (so they can stop hurting their response) are those who subscribe to The Crypto Marketing Newsletter before it goes to print next week.
I have VERY few “AH HA!” moments anymore.
But this revelation definitely qualifies as one of them.
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